Your home page should clarify what kind of website you are. At the same time, it should explain its exact purpose. Use these tips to tell your visitors why they should be on your website instead of anywhere else.
Remove all doubt about what your website is for
As soon as a visitor lands on your website, they will ask themselves the following questions.
- What is this?
- What can I do here?
- What are they offering?
- Why should I be here instead of anywhere else?
Your job is to answer these questions, and answer them fast. People will form a first impression in only 50 milliseconds.
Follow these three tips to make the purpose of your website unmistakable.
What do we mean by home page?
Also called in·dex page, main page. the initial page of a website, usually containing an introduction and links to its contents:
Dictionary.com
The TV station’s homepage is updated immediately with breaking news.
Tip 1: create a strong tagline
A tagline is a slogan attached to the logo of your organization. It describes you in a memorable way.
A good tagline is
- Clear and informative. It tells people exactly what your website, business or organization does.
- Just long enough. Deliver your message in 8 words or fewer: just short enough to stick in the mind.
- Distinctive. A great tagline could not apply to anyone else in the world.
Place your logo and tagline in the top left corner of your website. Research shows that 89% of people will remember your logo better this way. In addition, it makes it easier to navigate the website.
Another advantage is that visitors will see your logo and tagline on every single page. No matter how they end up on your website, the website’s identity and mission are always clearly visible.
You have only 50 milliseconds to make a first impression
Tip 2: Use a welcome message
Add a welcome message to your website. Make it more meaningful than “welcome to this website”, though.
Describe your value proposition in a short, persuasive message: explain who you are and what you do (and for whom). Put this in an eye-catching text box on your home page. See this example:
Use a few sentences for your welcome message. Don’t write too little – never assume the purpose of your website will be clear to everyone. Don’t cut corners because you think you need the space for something else, either.
At the same time, don’t make this text too long or visitors won’t read it. Keep it short – your value proposition should not require more than a few sentences. It shouldn’t be a full mission statement. That belongs on a different page.
Run some tests with people outside your organization. If your test subjects understand the message the way you intended, you’re on the right track.
Tip 3: Offer information in video form
If you’re selling a product or service that is novel or unconventional, you may need to explain it in some detail. The trouble is, your explanation may take longer than the average visitor’s attention span.
To solve this you can write a very short introduction that makes readers curious. You can put the full explanation under a ‘Read more’ button.
You might also decide to put the information in a video. Make sure it doesn’t play automatically, as this is distracting. The same information should also be available in text form somewhere else on the website. After all, not everyone likes video content.
Need help with a strong home page?
Do you have any questions about how to build a strong home page? If you can use help with your online marketing strategy, don’t hesitate to get in touch!